From idea to concept in one day

Concept development

Do you have ideas in your organization that need a boost before you can judge whether they should move to the next stage of development? Or do you struggle to choose between ideas to further invest on? Or are there many ideas that seem promising but are not clear or sufficiently explored? Our concept development days are the perfect way to bring your ideas to the next level. You can transform your raw ideas into clear business concepts in just 1 day.

Our concept development focuses on how the idea creates value (customer pain and customer gain), how your solution extracts value, and what hurdles you need to overcome. We focus on the customer and understanding which problem the idea is solving for which specific customer, and how this will extract value for your organization. We also openly discuss the hurdles the team will face and how they plan to overcome them. Of course, always considering the competitive landscape.


Usually, unless the team has been pre-approved, we also have a section on why the presenting team is the right one to take this project forward and who else they need to join their team. At the end of the day, the teams present to management who can make a more informed decision on the projects to send to the maturation phase.

Teams are provided with tools, such as customer journey mapping, to sharpen and present their ideas.

Customer journey mapping

A customer journey map is a visual representation of the customer experience. At MTI², we extend the traditional customer journey mapping to ensure it is valuable both in the early stages of ideation and when generating solutions for the needs of a specific customer. But what is customer journey mapping and why can it be such a powerful tool for innovators?

You can start with using the customer journey map as an “empathy tool” to better understand the current experiences of the customer across the different touchpoints. Next, you use it as an "ideation tool" to generate ideas to improve the customer journey.

To better understand the current customer journey, you can map it in three simple steps:

  • Step 1 - Gather information on the customer journey: At this stage, the goal is to learn what the current journey of the customer looks like. It is important to start by identifying and agreeing on a set of touchpoints that you find most relevant for the customer. 

  • Step 2 – Evaluate the customer experience at each touchpoint: At this stage, you score the customer’s experience at each touchpoint by using key metrics such as customer satisfaction (the classical metric used in customer journeys), or other customer experience outcomes (e.g., willingness to recommend, trust, etc). 

  • Step 3 – Draw the current customer journey map: Armed with the scores for the customer experience at each touchpoint, you can then draw your customer journey map using a 2-dimensional graph where you include touchpoints on the x-axis and the customer experience score on the y-axis (see the Figure below, an example of a traditional circus and capture the experience of their customer is used).













Using customer journey maps as an ideation tool requires three additional steps:

  • Step 1 - Improve customer experience or firm profitability within current touchpoints: At this stage, the goal is to revisit the touchpoints above and generate ideas on how to improve either customer value or firm profitability at each touchpoint.

  • Step 2 – Consider ways to improve customer experience or firm profitability by adding new touchpoints: You can also consider introducing completely new touchpoints, which will alter the customer journey even more in the direction of a completely new journey.

  • Step 3 – Bringing it all together: Once you have converged into your new customer journey map, it is time not only to draw it afresh but also to gain some more depth on the reasoning behind each final touchpoint. The template below is often used for this purpose.


If you want to learn more about how to use customer journey maps, you can always take a look at real-life examples in our blog post:

How will our concept development day help your organization?

  • Go from idea to concept with all essentials covered in just 1 day

  • Experienced coaches who challenge teams and force them to explain their ideas clearly

  • Provide your management the tools to judge which ideas to move forward

  • Your management will get an easy-to-compare ideas format enabling decisions

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What can I expect when I run a concept development day with MTI²?

We start by sitting together to understand the types of ideas you want to further develop. Based on the ideas you want to develop we will work together to decide on the best type of cases to include as inspiration for participants. To inspire ideators, we bring a mix of within-industry and outside-industry cases that open up participants' minds. 

From your side, you can focus on 1 team, but can also invite up to 8 teams at a time to join a concept day. Of course, multiple concept days can be run in separate days or in parallel. At this stage of development, teams optimally consist of 3 people, but can be somewhere between 2 and 4 people per team.

The main components of such a day are shown below:


  • Getting to know your ideas

  • Inspiration: Sharpen & present your concept



  • Teamwork & coaching

  • Pitch your concepts

  • Wrap-up

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Get in touch with our specialist: Prof. dr. Elio Keko - Associate Principal, for more information